Digicel unveiled its new brand promise, “Be Extraordinary”, on Friday, 1 March.
The announcement was made by management and marketing staff at Hollywood Theaters at Camana Bay, where members of the media were treated to a video offering rare behind-the-scenes glimpses of how “Be Extraordinary” evolved from concept to reality.
Digicel Cayman CEO Chris Hayman said that in the past Digicel had focussed on bringing the best technology to its customers under the brand “The Bigger, Better Network”. But Mr. Hayman added that now it was time to look at having a more personal relationship with clients.
“Be Extraordinary is about celebrating everyday people doing extraordinary things and highlights our customers’ achievements in their day to day lives – and our own as a business,” he said. “It is as much a statement as it is a promise and a challenge to people to be the best they can be. Our role at Digicel is to support them every step of the way. It is empowering, positive, upbeat, celebratory and yet humble, because it’s not about Digicel – but about all our customers.
“For almost nine years here in Cayman,” he continued, “our promise to customers has been one of value, network and service under the umbrella of the Bigger, Better Network. That commitment to value, network and service remains, but the time has come to form a deeper, more emotional connection with our customers, which empowers them to be the best they can be, with our support – and challenges us all internally at Digicel to reach new heights for the good of our customers.”
The video highlighted members of staff – such as the Digicel Dynamos and the retail, marketing and management team preparing for the launch – explaining why they enjoyed working for Digicel and in some cases, showing off their rapping and dancing skills. Sean Latty, past general manager of Digicel Cayman, offered his personal congratulations to the company for reaching this milestone, and footage of extraordinary local athlete Andrew Smilley demonstrated the focus of the new campaign.
Each Digicel market will be rolling out the “Be Extraordinary” brand over time. In the Cayman Islands, Digicel felt that having it coincide with its anniversary of nine years in the local market was excellent timing.
The video presentation was followed by refreshments and music in Gardenia Court at Camana Bay.
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